It broke my heart when I read the recent blog post “B2B Media, The Ethics Virus & The Pursuit of Consumer-Grade Experiences,” which argued the majority of B2B/trade publishers have a problem of selling out editorial integrity to advertisers. In the piece, Publishing Executive editor-in-chief Denis Wilson wrote, “If you think your organization is immune (from editorial integrity issues), I’d wager you’re a minority or just wrong.”
We talk a lot about how technology has changed marketing, but the digital evolution has taken publishing just as far beyond print media as it has marketing. Those changes have a huge impact on how audiences consume their information, and how marketers can reach them through it.
Robert Rose, chief strategist for the Content Marketing Institute, astutely summed up why so many marketing professionals had gathered at the Content Marketing Master Class in New York: The fundamental patterns of marketing are changing, but marketers are not keeping up. Over the next few weeks, we're going to bring you four main lessons from the Content Marketing Master Class. Here's the first